Hey Jane

Year: 2025

Role: UI Freelance designer

Type: Brand design, web design

Toolkit: Figma, Adobe CC

Goal: eligibility in < 5 s

Timeline: 2‑week sprint

Devices: Desktop + Mobile

Before

Research competitors

Inline beats out-of-line
Plan C’s hero-level interaction sets the bar: no extra clicks before users get actionable info. Carafem’s extra step shows the drop-off risk.
Single-screen clarity wins
Carafem’s one-field calculator is fast, but Hey Jane can go further by surfacing the result in the same hero—eliminating even that extra page load.
Privacy reassurance is table stakes
Plan C leads with a “We don’t collect or store personal data” promise. A brief privacy line beside Hey Jane’s calculator (“Date never stored”) will match or exceed that standard.
Accessibility is a differentiator
Both competitors miss robust focus indicators. Bold keyboard focus states and AA color contrast in Hey Jane’s hero will stand out.

Background

Hey Jane offers FDA‑approved abortion pills through tele‑medicine. Site analytics showed visitors hesitated at the very top of the funnel—many left before discovering whether they qualified for care.

Task

Replace the static hero with an experience that immediately answers the question, “Am I eligible?” and encourages deeper engagement, while staying true to the existing brand voice and visuals.

Solution

An interactive Pregnancy Calculator directly in the hero. Two quick inputs (calculation method and last‑period date) return an eligibility answer beside a clear CTA. The refreshed layout keeps the headline, social‑proof stat bar, and brand elements, but reframes them around the calculator to invite action first.

Carafem

Placement:

“Am I eligible?” link beside primary CTA; opens stand‑alone calculator page

Trust cues:

LegitScript badge, clinician photos

Gaps:

Extra click interrupts flow; low‑contrast focus ring

Answer eligibility in < 5 sec.

Problem:

Many visitors arrive in a moment of crisis yet abandon the page because they can’t instantly see if they qualify for care. The existing hero is static, hides the pregnancy calculator two full scrolls below, and forces users to guess—eroding trust and driving them to competitors

North‑star goal:

Embed a two‑field, inline pregnancy calculator that returns an eligibility answer (and clear next step) before the user scrolls.